Tag Archives: lead conversion

Using CRM to Make Contextual Marketing Decisions

Sales representatives need all the help they can get when it comes to talking with new leads. In this blog, we’ll explain how you can use CRM software to get a better understanding of your leads and guide them through the sales funnel.

Consumers jump in the sales funnel at different points

Back in the day, all leads use to enter the sales funnel at roughly the same point. That’s different now that consumers can research your business in-depth on the Internet. Some leads your sales representatives speak with will be extremely qualified, while others will start out at the top of the funnel.

CRM software helps you track patterns and decisions

As long as you can stay organized, this isn’t necessarily a bad thing. In fact, those qualified leads should be even easier to convert.

The problem, of course, is staying organized when there’s so much variation among your leads. This Small Business Trends article recommends using CRM software for exactly that reason:

“By starting their research without you, customers have shortened the sales cycle and blurred the line between sales and marketing. That makes it more difficult to know where and when to engage with customers, and who should be engaging. A good CRM will help you make those decisions by giving visibility into what actions potential customers are taking, what the context of those actions are, and what your best response is.”

With the CRM data, you can learn how different leads behave based on where they enter the sales funnel. This will help you make better decisions when dealing with new leads.

Refine your process

Just implementing the software won’t solve all your problems. To get the most out of it, you’ll have to study the data, change your sales tactics, and evaluate the results. You should keep refining your process over time, aiming for small improvements and consistency.

To talk more about automated marketing and CRM, or anything else, contact us today.

The 3 Steps of Using Automated Marketing to Convert Leads

Marketing automation gives small businesses and startups a fighting chance. If it’s just your in-house marketing team vs. that of a large corporation, you’ll burn your resources trying to keep up manually. 

Automated marketing lets you manage your time better by carrying out certain tasks for you. You can then spend more time evaluating your campaign and interpreting analytics — everything outside the realm of automation. 

Create a database

Businesses use to only work with contact information and leads. This made the conversion process a total shot in the dark since the leads were indistinguishable from each other. 

Automated marketing provides a wealth of information regarding leads. According to this Entrepreneur article, the first thing you should do is create a database: 

“Marketing automation can help you determine which style of language or tone works best with different audience segments, which audiences are more likely to buy certain products and when your customers are most likely to shop. It even can help you understand where you might be losing customers who drop off during their digital journeys. Why do they abandon their shopping carts? How can you give them more incentive to complete the sale and drive conversion-rate growth?”

The first step is to collect information, and marketing automation does that for you. 

Measure everything 

Once you have access to customer data, you can start to pick and choose which metrics you’ll look at. As stated in the article, you can even track the point where you’re losing leads in the buying process. 

Now you can take a look at the content and sales tactics that correspond to that point. One by one, you’ll fix all the weak links in your marketing campaign. 

Test your new strategy 

Evaluation is crucial when it comes to automated marketing. If you’re basing your decisions on metrics and analytics, then you have to see if your new tactics lead to any improvement. 

This works well when you isolate a variable, like email click rate, for example. When you test multiple metrics at once, it’s difficult to see the impact of your adjustments. 

To talk more about automated marketing and CRM, or anything else, contact us today.